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Kavisha

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communication designer, kathak dancer, poet...

18 December 2010

Tri - angle

Tri – angle :

Studying basic shapes has always being fascinating for me as a part of geometry. There angles, intersections, theories, vector qualities have been so interesting. Even if you start thinking, whole education system revolves around them. From language, to maths, to science, to geography and history. Imagine you describing your newly made friend to your mom – “He is round faced, curly haired, sharp pointed nose…”, so on and so forth. Even the first scenery that maximum of us have drawn has the basic shapes of sun as round, hut as rectangle with triangle roof on top. So, what about writing about my favorite shape today – triangle.





What’s so special about this shape? Nothing much I guess just makes me remember the ice-cream cone filled with all my favorite flavors, or the arrow marks I see every day when boarding the elevator to my office / home. Even the chips have started coming in this shape for a change from that oval or round Pringles and Lays.




Maths fine, but you would say where does language comes as a user of triangle? Hey, the first alphabet you learned in school, “A”… followed by others like “V”, “W”, “X”. Great isn’t it even before we knew what these shapes were we started doodling them as alphabets. And what say if I take your memory a little further back to your toddler age when you tried to make castles with your block building toys / cards. In science just look at the symbols you use from marking a vector (physics), to the table of species according to food they eat… where happily we as humans sit right on top(bio) and organic chemistry bonds of hexagonal shape(hexagonal is a shape made up of basic triangle).



Archaeologically the great Pyramids, the Effile Tower, the Taj Mahal, The Pei pyramid etc are derived from the basic form of triangle. Even the Indian mythology talks about the “Tri-dev” placed in a form of triangle and the fertility symbol is a merger of two triangles.










Let’s see what history has in store for us when we talk of Triangle. We all are aware of the man of all times, with mysteries in his work yet to be solved, Leonardo Da Vinci. Many know him as a fine artist only. But, I consider him as a designer. Will talk about why, in some other blog entry. But for now let’s see how some great works of him just revolved around this basic shape – Triangle. Consider Leonardo Da Vinci’s famous and truly magnificent painting “The Last Super”, the one with various mysteries hidden. All the figures in the painting are actually made into group forming triangle, four triangles formed by the disciples of the Christ and the fifth is the Christ himself making the central triangle, pointing upwards (towards the Almighty). The mystery of triangle formed between Christ and his right hand side disciple is been highlighted in the bestselling novel “DA VINCI CODE” by Dan Brown. His other paintings like Mona Lisa, Madonna of the carnation are also forming triangle. The Vitruvian Man by Da Vinci continues on the same line of forming triangle.
















Wait, am I not writing on a design blog… yes. So what’s all this science and old memories doing here? Guess its time to clear this jumble and start talking of design and triangle. So, let me take you again to whom I consider the biggest designer of all times – LEONARDO DA VINCI. The various angles of the triangle formed make’s it possible to make the focus points of the paintings stronger. His balance in each painting and sketch is maintained by the triangle formations by him. The Parachute design by Da Vinci is also a sectional cut of Pyramid (form derived from triangle). What say about the design of so many musical instruments forming the main form as triangle? The forms in many national flags are also made up the same form – Triangle. Even Indian national flag has spokes as we call them, graphically can again be considered as the triangles inserted inside the circle.






Finally the brand identities (my favorite topic), from Volkswagen, Mercedes Benz, FedEx etc many high brands are using the properties of triangle to create confidence in their brands. Our own (India’s) Population control logo used for ages now uses this form to give a complete family feel. The basic words that are easily associated with Triangle shape are: growth, forward, ahead, motion, next, with strong base, mystic, on the top, confident etc.


   




 






17 December 2010

Brand, brand identity, brand values…

Brand, brand identity, brand values… I have come to using these words at least 100 times a day. But, yesterday when I went to my college and was chatting with the new batches… a question asked by one of them triggered my mind. What is the definition of “Brand”? My first reaction was about to come as the one that is taught in all design lectures, “a brand is the identity of a specific product, service, or business”.

But, is brand the identity which actually exists or is it an identity formed or woven around it to create the kind of aura required to distinguish, sell the brand. Aren’t we as an individual also a brand of ourselves?  Packed in certain kind of manner to be perceived in a certain manner in front of the world, for job, friendship, love, sometimes mere acceptance?



Its not just the strength of the brand itself that might matter sometimes. Even the brand it can get associated with or shares the shelf space can make a huge difference in building its own strength. Isn’t it just like you and I preferring a particular brand to be able to get associated with the values of that brand. Like a sporty look might get incomplete without NIKE or Reebok. Whereas, the Versace gives a different brand value to you.





Question that followed next was how much does the brand identity matter in reality. Can they have the power to transform the brand and its market. Getting back to you and me again on this question, if you are the one who is more towards say vodka and rum, and to show sensuality are branding yourself as wine lover. There can be two things that can happen, one you fall in love with wine, smelling tasting being a part of every other wine fest in town. Or you pretend to like it, but finally someone can make out from your face when you sip in the finest of the wines or you yourself give up and go back to your own lounge for that amazing Absolute. This is the same that happens with brand identity, brand values. Either you already posses those values and you showcase them through your identity. Or you build yourself to match it, which sometimes might not end as a happily ever after Disney story.



10 December 2010

Sakal Media Group B2B full spread ad highlighting 20 thing to do in Maharashtra, 20th being "Get noticed in Sakal".


Formerly Y.S. Sane Associates, JW CONSULTANTS are the brand with more than 50 yrs of experience in Structural Design.

Pune Design Festival ' 11

Identity Design for Pune Design Festival, 2011


The universe comprises of the “Panch Mahabhutas”, the “Panchatatva” – sum of all, described in the Upnishads. These elements are the bases of all the innovations that take place in this vast universe. Any design intervention is an impossibility without them. 

Celebrate the “Elements of Innovation”, celebrate design in the fifth year of Pune Design Festival.

Design has become the epicentre of many business success stories in India. The value of design stretches across all industries and sectors – from manufacturing to services. Recognizing this integral role of Design for the competitiveness of your businesses and betterment of our society we organize such events annually. This year’s edition brings you rich and diversified events to help us learn from each other and contribute to the betterment of the Industry.

We are pleased to bring to you the 5th Pune Design Festival from 10-15th February 2011 at various locations across the city, being organised along with MCCIA.

The 5th Pune Design Festival will definitely give you insight in various forms of ‘designs’ which will help you to create value to your field of work. You will be able to interact, discuss & debate with design thinkers, practitioners and design supporters, to discuss and evolve emerging aspects of design.

The festival will engage a wider audience and citizens into design through various seminars, workshops, events, symposiums and competitions for different stakeholders.